India’s TRAI softening on new ad rules?

India’s media regulator says it is prepared to talk about its proposed new rules which limit the number of minutes/hour available for advertising on its TV networks. TRAI has set tough new rules coving on-screen advertising, limiting ad-breaks, and cutting some ad-breaks completely. TRAI also wants to outlaw most ad-based screen ‘clutter’ especially the banners shown on news channels.

There are already a variety of formal challenges lining up against the regulations, including an action currently before the Telecom Disputes Settlement & Appellate Tribunal (Tdsat) which yesterday saw news emerge that TRAI is prepared to look into the proposed cap on ad-minutes.

Counsel for TRAI has said that the new rules have been postponed until at least August 30th when the case is due to be heard by the Tribunal.